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December 14, 2021

New Jersey Devils Third Jersey AR Campaign

New Jersey Devils Third Jersey AR Campaign

New Jersey third jersey

The New Jersey Devils announced the historic release of the organization’s first-ever third jersey, and Groove Jones helped launch the design with an AR campaign.

The Devils launched the franchise’s first-ever black jersey, trimmed in white with touches of red, which weaves together Jersey pride, Devils’ history, and the state’s professional hockey heritage. The jersey was created in collaboration with the New Jersey Devils, NHL, and Adidas and guided by the Hall of Fame goaltender, Martin Brodeur, who is the winningest goaltender in NHL history and the team’s backstop to three championships. He now can add Jersey Designer to his illustrious resume.

New Jersey Devils Augmented reality

The Devils built an aggressive and wide-ranging promotional program that incorporated third jersey branding and an associated merchandise line over a series of events, promotions, and advertising campaigns over the past several months.

About The Production – Teaser Campaign

The Devils partnered with renowned augmented reality agency Groove Jones to create an immersive experience for the tease and reveal of the new sweater.

New Jersey Devils AR

In the weeks leading up to the announcement and unveiling, AR posters featuring the New Jersey state outline and the word REPRESENT (but featured no Devils branding) were placed throughout the state in an effort to cryptically tease fans and residents in New Jersey.

Groove Jones crafted an AR effect so that when activated, the posters revealed the jersey material and striping and a date – 11.23.21 – enticing people to come back and reactivate the effect and learn what it is was all about.

you ready jersey

Launch Campaign

New Jersey Devils Mobile

On 11.23.21 the activated posters show the intricate design details and storytelling elements of the new sweater. The activation was a trip throughout time that brought together New Jersey’s hockey past, present, and future.

Jersey Devils

The story of New Jersey hockey unfolded as historical photos revealed design elements of jerseys worn by some of the first pro hockey teams in the state, that were woven together to make this new sweater come to life. The audio track provided an exciting background as fans cheered up to the jersey reveal, bringing New Jersey hockey’s history and lore together with its current star players.

Devils AR

Then the experience revealed a photorealistic 3D version of the new third jersey, that fans could interact with, see from all angles and get up close to see the stitching and materials in beautiful detail.

NHL AR

The posters can be found at the following locations below through December:

  • NJ Transit & Path stations (Morristown, Newark Penn, Summit, Princeton, Westfield, Montclair, Summit, Exchange Place, Hoboken, Journal Square)
  • Simon Malls (Livingston, Menlo Park, Newport Centre, Rockaway Square) and the American Dream Mall

The Jersey Story

The design of the jersey, and the entire uniform, is distinct to the Devils’ home state in two key ways:

The jersey exudes pride as the Devils are the only professional team that plays in this state while wearing it across their chest. Having played for their entire existence in New Jersey with the horned and tailed “NJ”, they now proudly spell it out with “Jersey”. The 21 stripes on the jersey are reflective of the 21 counties that make up the Garden State.

Its black and striping pattern pays homage to a history of hockey in the Garden State, stretching from “North Jersey” to “South Jersey”- drawing inspiration from professional teams across the entire state that call New Jersey home.

The Newark Bulldogs (Canadian American Hockey League, 1928-29, Newark, NJ- Newark arena never built); River Vale Skeeters (Eastern Hockey League, 1939-1942, River Vale, NJ- River Vale Ice Arena); Jersey Larks (Eastern Hockey League, 1960-61, Cherry Hill, NJ- Haddonfield Ice.

And as a nod to the Devils’ history, the five stripes over the left shoulder are a nod to the five retired player banners that hang from the Prudential Center rafters. Additionally, the three championship years are placed inside the collar.

Other Sports AR Experience by Groove Jones

Dallas Mavs AR

US Soccer

 

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Application Development

  • Apps – Mobile, Desktop and Touchscreen Development
  • Mobile App Development
  • Custom Desktop App Development

AR (Augmented Reality)

  • Social Camera Effects, Filters and Lenses for Facebook, Instagram, TikTok and Snapchat
  • Web AR
  • Mobile AR Apps
  • IoT / HMD AR and AR Glasses Development for Magic Leap and HoloLens
  • AR for Print – Murals, Posters and Packaging

VR (Virtual Reality)

  • VR Content Creation – Live Action 360 Video Production Services
  • VR Content Creation – CGI and VFX

Video and Camera Vision Technologies

  • Video and Camera App Development – Social Share

WEB DEVELOPMENT

  • Web Site, HTML5, and WebGL Development

3d OOH Billboards (Anamorphic and Forced Perspective Ads)

  • 3D OOH Billboards (Anamorphic and Forced Perspective) Ads

GrooveTech™ – License our Technologies

  • What is GrooveTech™
  • AR Object Toolkit
  • Avateer™ – CGI Real-Time Character Puppet Animation System
  • FanScan™ – Face Scan Avatar Mobile System
  • XR Avatar Scanner™ – Portable Volumetric 3d Scanner

FROM THE EXPERTS

  • Custom VR Training Systems for Immersive Learning and Safety
  • Custom AR Experiences for Digital Marketing
  • Social AR 101 – An Insider’s Guide to Social Augmented Reality
  • Facebook, Instagram, TikTok AR Filters and Snapchat AR Lenses
  • What is WebGL?
  • Holograms 101 and Their Use in Today’s Marketing
  • AI Prompts for Generative Art – Midjourney, DALL-E, and Stable Diffusion
  • 3D Billboards 101 – Anamorphic and Forced Perspective OOH Campaigns

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